Marcus Collins
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Articles by Marcus Collins
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マーケティングの世界には、「花火」と「キャンプファイア」が存在する。花火とは、派手な新製品発表のように、誰もが目にするもののすぐに忘れてしまうような、一瞬でも人々の目を引く華やかで大きなスペクタクル（見世物）だ。一方、キャンプファイアはそれとはまったく異なる。多くの場合、こじんまりとして親密であり、人々をより近くへと引き寄せる。花火は人々の関心を集め、キャンプファイアは人々を引き入れる。一方は見られるものであり、もう一方は体験されるものだ。しかし、ここが落とし穴なのだ。私たちは花火を打ち上げることに膨大なエネルギーを費やす一方で、良いキャンプファイアを起こす方法を学ぶことにはそのほんの一部しか努力を割いていない。そして実のところ、これこそが多くの人が深い孤独を感じている理由でもある。 この「キャンプファイア」の考え方は、FROM THE CULTUREポッドキャストの最新ゲスト、アダム・“スマイリー”・ポスウォルスキーとの対話にぴったりと重なる。スマイリーは職場における帰属意識の専門家であり、ベストセラー『Friendship in the Age of...
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2カ月前、私たち家族は新車を購入した。それから2カ月もたたないうちに、高速道路で車線変更してきた車に突っ込まれた。幸い、全員が無事だった。だがそれが確認できると、私は怒りに包まれた。車そのものに強い愛着があったからではない。これから直面するであろう数々の面倒が頭に浮かんだからだ。保険会社との電話、修理工場、レンタカー。そのすべてである。靴の中の小石が、やがて岩になるようなものだ。 私はポッドキャスト「FROM THE CULTURE」の最新回をこの話で始めた。主な目的は愚痴をこぼすことだったが、フランシス・フライ（Frances Frei）とアン・モリス（Anne Morriss）は、それを見事な講義に変えた。フライはハーバード・ビジネス・スクールでサービス・マネジメントを教える教授で、Uber（ウーバー）初のリーダーシップ・戦略責任者を務めた人物である。一方のモリスは起業家であり、リーダーシップコーチだ。2人は共著『Move Fast and Fix...
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マーケティングは「箱」によって成り立っている。実務家は、広大で異質な市場を、セグメントと呼ばれる、整然とした同質的に見える集団へと分類する。このセグメンテーションの狙いは、購買、ダウンロード、購読など、望ましい行動を最も取りそうな集団を特定し、ビジネスを動かすことにある。有用な機能ではあるが、同時に罠でもある。なぜなら、これらのセグメントは主にデモグラフィックス（年齢、人種、性別など）によって定義されており、それらは将来の行動を予測する指標にはならないからだ。それは、マーケターが人々を定義しやすくするために入れる箱であり、彼らが誰で、実際に何をするのかを正確に描写するものではない。奇しくも、私たちが潜在顧客を入れる箱は、従業員を入れる箱と同じである。ただし、後者は組織図と呼ばれる。顧客セグメントであれ職務名であれ、そのラベルが貼られた瞬間に生じる閉じ込めの構造は同じだ。私たちは「器」を「人」そのものと見誤っているのだ。この難題を探るため、ポッドキャスト番組「FROM THE...
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ヒンジ（Hinge）は、「世界を今より孤独の少ない場所にする」ことを使命に掲げている。デートアプリとしては大げさにも聞こえ、テック系スタートアップの提案資料や企業グッズに載っていそうな標語にも見える。だが、ヒンジを運営する人々と1時間話せば、その使命を宣伝文句ではなく、会社全体の判断を方向づける原則として扱っていることが分かる。ヒンジは、真剣な交際を支えることを本気で事業の中心に据えている。 我々は、ヒンジCEOのジャッキー・ジャントスと、同社の最高マーケティング・コミュニケーション責任者タミカ・ヤングをポッドキャスト「FROM THE CULTURE」に招いた。そこで聞いたのは、人同士のやり取りがその場限りの目的を果たすものになりがちな世界で、ヒンジが意味のある人間関係をどう生み出そうとしているのかだ。 経営陣の協働関係を製品・データ・社員にも反映する...
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私は誇り高き「#girldad（娘の父）」である。これは私がこれまで担ってきた最も大切な役割であり、父親としての職務内容は、娘たちが周囲の世界をどう経験するかを丁寧に整えることだと考えている。だからこそ、何に触れさせるか、何を消費させるか、どこへ行かせるかについて、かなり意図的に選んでいる。そして正直に言えば、多くの親と同じく、そうしたキュレーションの大部分は「守ること」に関するものだ。どうすれば娘たちが傷つかず、失望せず、世界の硬い角に打ちのめされないようにできるか。だが、マーゴット・ビスノウと1時間対話したことで、私はこの営み全体に対する自分の理解を揺さぶられることになった。 ビスノウは、FTC（連邦取引委員会）委員や大統領経済諮問委員会の首席補佐官として20年間政府で働いた後、人が大きな理想を追い求めるきっかけとは何かに興味を抱くようになった。彼女は著書『Raising an Entrepreneur』のために、数十人の傑出した起業家とその家族にインタビューを行った。そして、彼女自身も2人の息子を持つ母親である。長男エリオットはSummit...
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人間の行動に対して、カルチャー（文化）ほど大きな影響力を持つ外的要因はない。これに尽きる。私の仕事の大部分は、この命題の上に成り立ってきた。これはマーケターにとって極めて重要である。なぜならブランドとは、定義上、意味を運ぶ器であり、その意味は文化の中で形成されるからだ。つまり、消費そのものが文化的行為なのである。マーケターがこの重要な真実を理解すれば、人々の心の中に意味を呼び起こし、市場を動かすことができる。だからこそ私は長年、それを正しく扱うことの利点を説いてきた。一方で、私が十分に語ってこなかったのは、それを誤ったときの代償である。 アルトゥーロ・ヌニェスは、NBA、ナイキ、アップル、そしてブラジルのデジタルバンク「ヌーバンク（Nubank）」でマーケティングを率いた後、自身の会社であるAIEクリエイティブ（AIE Creative）を設立するまで、30年間にわたりカルチャーを正しく捉え続けてきた人物だ。そのため、ポッドキャスト番組『FROM THE...
Colorado Court of Appeals Holds Employees Need Not Allege Gender Discrimination to State Wage-Discussion Retaliation Claims Under EPEWA and CADA
In a decision addressing an issue of first impression, the Colorado Court of Appeals held that an employee need not allege facts relating to gender discrimination to state a retaliation claim for discussing or disclosing wages under either Colorado’s Equal Pay for Equal Work Act (“EPEWA”), C.R.S. § 8-5-102(2)(d), or the Colorado Anti-Discrimination Act (“CADA”), C.R.S. § 24-34-402(1)(i). Verheggen v. Adams Cnty. Dep’t of Hum.
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トップ エンタメ・スポーツ 音楽 ビヨンセの父マシュー・ノウルズが実践する、トップタレントを見抜く流儀 結局のところ、あらゆる組織は人への賭けである。採用担当者が適任者を探すために莫大な資金と四半期単位の時間を費やすのも、スポーツチームのフロントが大勢のスカウトを雇うのも、A&R幹部がショーケースを視察するために全米を飛び回るのも、そのためだ。マーケティングチームの人員をそろえる場合でも、ポイントガードをドラフトで指名する場合でも、ガールズグループと契約する場合でも、論理は同じである。消費者市場で勝てるかどうかは、商品が世に出るずっと前に、それを実現する才能を正しく見極められたかどうかで決まる。私たちは勝利を称賛する。だが、その才能を最初に見抜いた目を研究することはほとんどない。その目はひとつのスキルであり、ビジネスにおいて最も過小評価されている能力ともいえる。そして存命の人物のなかで、それを繰り返し示してきた人は、マシュー・ノウルズほど多くない。...
AI will shift 'prestige careers' to identity, not pedigree | Opinion
Marcus Collins Amid the broader discourse about AI's impact on jobs , There's been a lot of chatter about AI obliterating what many think of as the “prestige” career track—the journey that typically goes from the Ivy League to Management Consulting to the C-Suite. Recently, Shark Tank 's Mr. Wonderful—Kevin O'Leary—became the latest business expert to predict the downfall of management consulting .
How Beyoncé’s Father, Mathew Knowles, Approaches Spotting Top Talent
Every organization is, in the end, a bet on people. It's why recruiters spend fortunes and quarters combing the job market for the right hire, why front offices employ armies of scouts, why A&R executives fly across the country to sit in on a showcase.
ONE NIGHT IN CABO
Dr. Marcus Collins’ journey to writing this piece started with one unforgettable offsite in Cabo, and it’s been reshaping his work ever since. Two years ago, Kory Marchisotto, president of e.l.f. Brands invited him to speak at our companies offsite, no hidden agenda, just hoping a brilliant mind might enjoy the view.
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研究者が使命に不可欠と指摘する数多くのリーダーシップスキルの中で、共感力は最も高い評価を受け続けている。研究によれば、共感力のあるリーダーを持つ従業員は、そうでない従業員と比較して、イノベーションとエンゲージメントの割合が劇的に高いと報告されている。とはいえ、効果的なリーダーシップにとって共感の重要性がいかに広く認識されていようとも、共感に対する私たちの狭い理解が、ほとんどのリーダーがその影響を完全に実現することを妨げている。 私たちの多くが無批判に抱いている共感のバージョンがある。それは次のようなものだ。私たちは、自分が扱われたいように人々を扱うべきである。それは正しいと感じられるだろうか。寛大に感じられる。思いやりがあると感じられる。しかし、よく見てみると、それは何よりも投影に近い──わずかに異なる自分自身のバージョンの想像に奉仕するものだ。しかし、マイケル・ベンチュラ氏のような共感研究者によれば、共感の真の力は、自己を中心に置くことではなく、自己を減らすことにある。むしろ、自分自身を減らし、意図的に他者の視点のための余地を作る能力なのだ。...
Coming out on TV in 1970 could have ruined your life – so why did activists do it?
In 1970, gay campaigners in the UK were in something of a quandary. The 1967 Sexual Offences Act had lifted only some of the criminal sanctions against sex between men and left immense social stigma unchallenged. At the same time, the media reacted to partial decriminalisation by largely losing interest in homosexuality. Just one non-fiction television programme and two radio programmes were devoted to the topic in the late 1960s.
Coming out on TV in 1970 could have ruined your life – so why did activists do it? Original
In 1970, gay campaigners in the UK were in something of a quandary. The 1967 Sexual Offences Act had lifted only some of the criminal sanctions against sex between men and left immense social stigma unchallenged. At the same time, the media reacted to partial decriminalisation by largely losing interest in homosexuality. Just one non-fiction television programme and two radio programmes were devoted to the topic in the late 1960s.
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テクノロジストが約束し、アーティストが恐れた瞬間が、いま現実になった。生成AIは楽曲を書き、歌い、いくつかのプロンプトを打ち込むだけで、そのミュージックビデオまで制作できる。音楽制作のコストはほぼゼロにまで崩壊した。これは、20年以上前にNapsterやLimewireといったP2P音楽サービスの登場で消費コストがほぼゼロになったことと同様である。誰もが何でもつくれるなら、「つくる」行為はもはや希少ではない──まして神聖でもない。希少になり、したがって本質的に価値を増すのは、そもそも何が「つくる価値があり」「消費する価値がある」のかを見極める力である。つまり、AIが支配する未来に必要なのはクリエイターではなく、むしろキュレーターなのかもしれない。...
When AI Can Make Anything, Taste Is The Last Defensible Advantage
Dr. Marcus Collins, Contributor Updated Thu, June 11, 2026 at 11:47 a.m. UTC 6 min read Add Yahoo as a preferred source to see more of our stories on Google. Founder and Operator of They Have The Range Brandford Jones We have reached the moment technologists promised and artists feared. Generative AI can write the song, sing the song, and produce the music video for it with the stroke of a few prompts.
A Lego leader talks about the power of ‘solution diversity’
The MBA is often considered the cornerstone degree for business leaders who aspire to reach the corner office. In fact, roughly 75% of the Fortune 500’s top 20 CEOs received an MBA or some other graduate degree. The chief executives of Apple, Microsoft, Blackrock, and JPMorgan all hold MBA degrees, among countless other leaders who have risen to the top after graduating from business school or pursuing further education later in their career.
What if it’s us who can learn something from Gen Z about work?
If there were ever a truth about generationalism, it’s this: Every generation has the same complaint about the generation that came after it. Kids these days don’t want to work. They want everything but don’t want to work hard enough to get it. They all want participation trophies. We’ve all heard some semblance of these accusations in some fashion or another. In fact, we’re all probably guilty of delivering our own version of these generation-dividing dispositions.
What if it’s us who can learn something from Gen Z about work?
If there were ever a truth about generationalism, it’s this: Every generation has the same complaint about the generation that came after it. Kids these days don’t want to work. They want everything but don’t want to work hard enough to get it. They all want participation trophies. We’ve all heard some semblance of these accusations in some fashion or another. In fact, we’re all probably guilty of delivering our own version of these generation-dividing dispositions.
Why the hardest skills in leadership are the ones we’ve typically called soft
In the late 1960s, the U.S. Army made a distinction between the skills necessary for machinery operations and those used in service of people management. Hard skills, as the Army framed it, were the competencies that involved working with hardware—operating tanks, repairing radios, or what the lead researchers Paul G. Whitmore and John P.
How to balance your passion and your day job
It’s graduation season and my email inbox is flooded with inquiries from students entering the workforce, looking for career advice. How do I land my dream job? What should I do at the company where I’ve been recently hired to get where I really want to be? How do I go from what I have to do to what I want to do? What I’ve gathered from these students is not much different from what we more seasoned professionals struggle with day in and day out.
Should bringing your whole self to work include your religious beliefs?
In the United States, we recognize a separation between church and state, but does that delineation apply to work, too? That’s an earnest question from a self-identifying choirboy—literally, I grew up in church and I direct the choir—who has been asked throughout my career to leave religion out of my work. Do we need the Jesus reference in the deck? Do I have to use Bible scripture in that essay? Is the religious example in the class lecture necessary?
The stumbling blocks of organizational change
Why do good companies stumble? I’m talking about the organizations that were once on top. The ones that seemed to lead their category. Today, we’d call them legacy brands or some euphemism that acknowledges the significance they once had and their staying power to stick around. However, somehow or another, they lost the plot along the way, and if only they had fixed this, changed that, or done this one thing, they would have continued winning.
‘Nurture the people; protect the business’
Upwards of 80% of HR professionals are women. When I first came across that number, what unsettled me wasn’t the stat—it was how quickly my brain accepted it. Of course HR is mostly women. That’s the department where “people” and “culture” live. Where feelings are attended to. The nurturing department.
Why work still sucks for women
And why more men, starting with me, need to speak up about it. [Photo: Getty Images] Listen to this ArticleMore info Work sucks for women. Not all women, but far too many. There’s the gender pay gap, where full-time working women earn 81 cents for every dollar men earn, according to the most recent data from the Census Bureau.
How new perspectives come from moonwalking Original
I had a student visit my office hours recently looking for career advice to help him marry his scholastic endeavors with his extracurricular activities as a student athlete. He began to expound upon his experiences in and out of the classroom here at the University of Michigan, the high expectations of the business school, and the pace of the classes. But what captured my attention most was the way he described the complexities of being a gymnast.
Are you falling into the comfort trap
In 2012, Google conducted research to identify the factors that determine effective teams. This research, now famously known as Project Aristotle, analyzed hundreds of teams and individual members to crack the code on what enables some to operate at high levels while others flounder. What their study revealed is something Harvard Business School professor Amy Edmondson had discovered almost two decades prior: the most important factor for high performing teams is psychological safety.
How the best cultures operate like open kitchens
There’s a restaurant in New York City called Rosa Mexicana that positions itself as a fresh take on Mexican cuisine. It’s upscale, well curated, and delicious. However, my favorite part about the dining experience is when you order guacamole, the wait-staff wheels out a little cart, draped in the traditional Mexican cloth, a vibrant sarape, and staked with fresh ingredients—avocados, lime, onion, salt, all the things.
Finding balance isn’t an act. It’s a choice
For the first time that I can remember, this year I was completely enthralled by the Winter Olympics. In fact, I don’t think I’d ever watched the Winter Games before, but it really caught my attention this go-round. One event that really stood out for me was the skeleton. For the uninitiated (like I was just a month ago), the skeleton is a slide-based sport where athletes lie face down, headfirst, on a small slide going 80 mph down an icy, declining slope.
How to apply an abundance mentality to your work
In 2025, New York Times columnist Ezra Klein and Derek Thompson from The Atlantic released a book called Abundance, which posited that America had developed a culture of scarcity. Overregulation and overall risk aversion from the government, the authors argued, were stifling the development of infrastructure and housing in the country. To remedy this, they proposed an “abundance agenda,” one that focused on a growth mindset among elected officials that would help foster long-term prosperity.
How to apply an abundance mentality to your work
In 2025, New York Times columnist Ezra Klein and Derek Thompson from The Atlantic released a book called Abundance, which posited that America had developed a culture of scarcity. Overregulation and overall risk aversion from the government, the authors argued, were stifling the development of infrastructure and housing in the country. To remedy this, they proposed an “abundance agenda,” one that focused on a growth mindset among elected officials that would help foster long-term prosperity.
How to find meaning in your work
We’ve been sold a lie. Somewhere between “go to school” and “get a job,” work became the central node of our lives—the very thing that defines us. We measure our worth by our output, our identity by our title, and our health by how much we can endure. The hours. The travel. The back-to-back meetings. The busyness. That’s not the picture we painted for ourselves when we chose our major in college and envisioned what we thought would be a fulfilling career; that’s conditioning.
Yes, everyone can be creative
We have a complicated relationship with creativity. Intuitively, we understand its value—the ability to produce new ideas and novel innovation. Instinctively, we know that it presents opportunities for marketplace advancements. When we think of some of the most revered organizations in modern times, like the Apples and Disneys of the world, we point to their creative contributions and their impact.
What your organization can learn from the NFL’s decision to feature Bad Bunny in the Super Bowl
Rewind to 2025. The National Football League is fresh off an unbelievable, yet controversial, Super Bowl halftime performance by the superstar hip hop artist Kendrick Lamar. The country has just been introduced to a diversity-hostile administration, which has practically squashed any zeal toward diversity, equity, or inclusion that corporate America once seemingly held.
Navigating the ghosts of cultures past
According to Tariq Hassan, a trained strategist turned C-suite executive, culture should evolve but also remain static, a dynamic that might seem paradoxical on the surface. [Photo: Maria Vitkovska/Adobe Stock] Listen to this ArticleMore info The only constant in life is change. This truth is as salient today as it was when the ancient Greek philosopher Heraclitus posited the idea centuries ago. It’s a truth that most modern leaders know firsthand, especially when it comes to culture.
Transforming the CEO role: From chief executive to chief envisioner
Marcus Collins|Published 1 hour ago . Image: CSA-Images/Getty Images Let’s do a thought exercise. If the role of the chiefmarketingofficer is to oversee marketing and the role of the chief operating officer is to oversee operations, while the chief financial officer’s responsibility is to safeguard the organization’s finances, then what’s the responsibility of thechief executive officer?
How to go from chief executive to chief envisioner
Let’s do a thought exercise. If the role of the chief marketing officer is to oversee marketing and the role of the chief operating officer is to oversee operations, while the chief financial officer’s responsibility is to safeguard the organization’s finances, then what’s the responsibility of the chief executive officer?
How to go from chief executive to chief envisioner
Let’s do a thought exercise. If the role of the chief marketing officer is to oversee marketing and the role of the chief operating officer is to oversee operations, while the chief financial officer’s responsibility is to safeguard the organization’s finances, then what’s the responsibility of the chief executive officer?
How Creators Turn Words Like “Slutty Little Glasses” Into Consumption
You probably never heard of Blakely Thornton, the online creator and cleaver culture critic, but unless you’ve been living under a rock, it’s likely you’ve seen his work. Ever heard the term “slutty little glasses,” the phrase that Entertainment Weekly suggests might just be this year’s “brat summer?” Well, Thornton created it, and now it’s being used across social networking platforms, in news headlines, on red carpets, and throughout the broader zeitgeist.
Dramatising Lost Broadcasts Workshops
Two unique free workshops for writers, theatre makers and performers on adapting archival broadcast material for live performance and radio. The Proud Trust 49-51 Sidney Street Manchester M1 7HB United Kingdom Agenda 11:00 AM - 1:30 PM Playwriting from Archives The first workshop will focus on scriptwriting for stage and audio and will be run by Paul Kerensa and Stephen M Hornby 1:30 PM - 2:30 PM Networking Time An hour's break for people to connect with each other and purchase refreshments.
Tenth Circuit Revives Takings Claims for Public Use of Property Held Under the State’s Unclaimed Property Act | JD Supra
April 21, 2025 Marcus Collins, Benjamin Mills, Jeremy Stewart Snell & Wilmer + Follow x Following x Following - Unfollow Contact To embed, copy and paste the code into your website or blog: In a decision that may reshape how states administer their unclaimed property statutes, the Tenth Circuit held that property owners can pursue takings claims against the Colorado State Treasurer (Treasurer) without exhausting their administrative remedies. See Knellinger v.
Thai Supreme Court Strikes Down "Automatic" Long Term Lease Renewals
In a recently published case (4655/2566) which was decided in 2023, the Supreme Court of Thailand examined a renewal clause in a long term lease contract and its compatibility with Section 540 of the Civil and Commercial Code of Thailand, which prohibits lease terms that exceed 30 years. The decision in this case was that the renewal provisions are void.
Thai Supreme Court strikes down "automatic" long term lease renewals
In a recently published case (4655/2566) which was decided in 2023, the Supreme Court of Thailand examined a renewal clause in a long term lease contract and its compatibility with Section 540 of the Civil and Commercial Code of Thailand, which prohibits lease terms that exceed 30 years. The decision in this case was that the renewal provisions are void.
The New Challenges of Brand Management
Topics Subscribe Share The image and meaning a brand conveys have never been entirely within the owner’s control; they have always been in dialogue with the world around them. While marketers painstakingly craft brand messages and creative campaigns intended to appeal to their target customers, it’s the customers who actually make meaning and, consequently, shape a brand’s reputation.
The New Challenges of Brand Management - Tribune Content Agency
Marcus Collins is a clinical assistant professor of marketing at the University of Michigan’s Stephen M. Ross School of Business and the author of For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be (Public Affairs, 2023). The image and meaning a brand conveys have never been entirely within the owner’s control; they have always been in dialogue with the world around them.
The New Challenges of Brand Management
Frontiers The New Challenges of Brand Management In the digital age, brand is signaled by marketers, but meaning is cocreated with consumers. Topics Frontiers An MIT SMR initiative exploring how technology is reshaping the practice of management. More in this series The image and meaning a brand conveys have never been entirely within the owner’s control; they have always been in dialogue with the world around them.
Reputation management for businesses in the era of social media
Recent news reports of alleged misconduct by professional contestants in the BBC’s ‘Strictly Come Dancing’ and an allegation of cruelty towards a horse by equestrian, Charlotte Dujardin, call to mind once again the knotty legal subject of reputation management. For businesses, allegations can be very damaging to reputation and goodwill, especially when posted on social media. When facing such harm, what can be done? How bad is the allegation?
What is ‘greenhushing’ and will it replace ‘greenwashing’?
Greenwashing has become a common term in recent years to indicate misleading environmental claims about a business, its goods or services. Legislation and regulatory guidance deal with greenwashing in the UK.
Liquid Death’s Billion-Dollar Valuation Stresses The Power Of Brand
Liquid Death is now a billion-dollar beverage brand, thanks in part to the $67 million funding round the company raised in new capital from strategic investors and distributors. The $1.4 billion dollar valuation is likely also due to the company's performance in the market since its 2019 debut. Revenues from Liquid Death's retail sales were up over 100% from 2022 to 2023—growing from $110 million to $263 million to $110 million, respectively. Its new valuation is now double what it was in 2022.
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